Nike announces 2017 ‘Be True’ collection to mark LGBT Pride month

Nike is slated to release this June 1 its annual “Be True” collection, just in time as the world marks the start of the LGBT Pride month.

Nike is slated to release this June 1 its annual “Be True” collection, just in time as the world marks the start of the LGBT Pride month.

This year’s collection includes the Air VaporMax, Air Zoom Pegasus 34, Cortez and Flyknit Racer; with each style updated with multicolored rainbow details, pink accents and other widely-accepted symbols of LGBT Pride.

Nike’s “Be True” campaign started in 2012, when a group of employees decided to bring their NIKEiD creations celebrating the LGBT community to a bigger audience.  Nike claims to be a supporter of the LGBT Sports Coalition and its initiatives to end discrimination in sport. The company helped found the LGBT Sports Coalition in 2011, and continues to support the coalition through the #BETRUE collection. The company claims to have already provided approximately $2.5 million in financial support to LGBT-related causes since the project’s inception.

This is not the only move Nike has done to show its support of the LGBT community. Earlier, Nike terminated its endorsement contract with Manny Pacquiao after the Filipino boxer made derogatory remarks about LGBT people.

“We find Manny Pacquiao’s comments abhorrent. Nike strongly opposes discrimination of any kind and has a long history of supporting and standing up for the rights of the LGBT community. We no longer have a relationship with Manny Pacquiao,” Nike said in a statement at that time.

The company is not completely free from controversies, nonetheless, with Nike sweatshops used to be an issue for the company.

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